Country, Industry and Competitor Analysis This situation analysis focuses on the suitability of Marks and Spencer in Holland and the necessary factors that the company needs to take into consideration before venturing into this market. The market has numerous advantages that Marks and Spencer can exploit based on the level of success it has seen in the UK. The company can focus on developing a line of apparel products that appeals to young, urban, career individuals who are not afraid to try new concepts. These products can be for both genders, with a focus on individuals between the ages of 15 and 50 of both genders who are conscious of their appearance and how people perceive them through the way they dress. The majority of the country's population is between the ages of 25 and 65 (Knijn, T., & Rijken, A., 2003, pp. 3-4). This represents a good demographic that the company can use to its advantage. The company can also explore the jewelry market within the country and try to tap the demand for goods among the upper class of Dutch society (Euromonitor, 2010, p.3). Marks and Spencer can position itself to address a market consisting of a demographic aged between 15 and 50 and develop a product line that meets the expectations of this demographic. The company should focus on producing clothes that can last in both winter and summer for the target customers. This demographic group represents the largest population in the country and is likely to adopt foreign concepts more readily (Hebig, 1997, p. 46). The industry in the Netherlands is mainly dominated by HEMA, Vroom& Dreesman, De Bijenkorf and Maison de Bonneterie. These companies have several branches across the country and are likely to create competition...... middle of paper ...... ebonneterie.nl/servicedesk/Paley, N, 2005. The manager's guide to marketing strategies competitive, Thorogood Publishing, LondonPoelzl V., 2011. Starting a business in Europe Part 1, Transitions abroad. Retrieved March 17, 2012, from: http://www.transitionsabroad.com/listings/work/careers/articles/starting-business-in-europe-financial-legal-visa.shtmlPorter, M.E., 2008. The Five Competitive Forces That shape strategy, Harvard business Review, January 2008. Subhash J,., 1998. International Marketing Management, 6th ed., Digital Publishing Company, Storrs, CT.Terpstra, Vern, 1999. International dimensions of marketing. 4th ed., South-Western College Publishing, Cincinnati.Wind, Y., Douglas, P., & Perlmutter, H., 1973. Guidelines for developing international marketing strategies, Journal of Marketing, Vol.37, pages 14-23.